SurfStitch has launched its summer campaign among 400 guests at a live activation at the Cali Beach Hotel on the Gold Coast.
In collaboration with PayPal Pay in 4, the eTailer's immersive activation involved a live runway with real-time filming, to form its new summer apparel and accessories campaign.
At the event, locals joined models to showcase new lines from Thrills, The Hidden Way, Charlie Holiday and Minkpink.
Additionally, global professional skateboarders Jesse Noonan and Jackson Pilz showed off their talents on a half-pipe skate ramp, while DJ sets from Little Fritter and Ross River Fever and a Mr Consistent cocktail bar kept guests entertained and hydrated.
SurfStitch GM of brand and eCommerce Dane Patterson said the event was a way for the brand to demonstrate its values.
"At SurfStitch we're incredibly proud of our ethos towards diversity and inclusivity.
"The significance of this core brand purpose has been underscored this year, given the challenges of lockdowns and social distancing.
"As a result, we wanted to live out our core values by inviting the broader SurfStitch community – customers and friends of the brand – to go behind-the-scenes of our latest campaign, and inspire them to live every day like it’s the weekend," he said.
Guests in attendance to the event included Lucy Kate Jackson and Nikki Westcott from the Happy Hour podcast, Skye Wheatley, Ellie Watson, and professional surfers Chippa Wilson, Mitch Crews and Soli Bailey.